Dive Brief:
- On Tuesday, Marriott International launched Marriott Bonvoy Outdoors, a digital platform that enables travelers to search and book trips based on popular outdoor activities. The hotel company also debuted a previously touted nature-focused collection brand, Outdoor Collection by Marriott Bonvoy.
- The Marriott Bonvoy Outdoors platform is designed to ease the trip planning experience for outdoor travelers, according to Marriott. Travelers can search across more than 450 Marriott hotels, 50,000 branded homes and villas as well as curated tours and activities to book their stays based on proximity and accessibility to activities like skiing, surfing or fishing.
- Meanwhile, Marriott’s Outdoor Collection, anchored by the Trailborn and Postcard Cabins brands, adds variety to the company’s outdoors-focused accommodations portfolio. Marriott is among hotel competitors expanding in the outdoor accommodations sector as travelers increasingly seek unique nature-focused experiences.
Dive Insight:
By expanding its outdoors-centric offerings with the digital platform and collection brand, Marriott aims to “not just offer places to stay” but also “experiences that inspire, connect, and stay with you forever,” Peggy Roe, executive vice president and chief customer officer, said in a statement.
Marriott Bonvoy Outdoors is partnering with Outside Interactive to launch new Marriott Bonvoy loyalty rewards experiences “designed to immerse guests in nature, adventure, and storytelling,” according to the hotel company. Initial experiences include a hike along the Kauai coastline and kayaking through Hanalei Bay in Hawaii.
Meanwhile, the curated Outdoor Collection will exclusively offer outdoors-focused, design-forward accommodations, including cabins and boutique hotels, in destinations near national parks, deserts, ski areas and shorelines.
The brand will “combine unparalleled access to nature alongside the essential needs that hotel guests expect,” including comfortable beds, hot running water and dedicated restrooms, according to Marriott. The company first teased the outdoors-focused brand in December upon acquiring Postcard Cabins and entering a strategic partnership with Trailborn.
Those deals brought the brands under the Marriott flag, adding Postcard Cabins’ 1,200 design-forward cabins spanning 29 U.S. locations as well as Trailborn’s portfolio spanning Rocky Mountain National Park in Colorado; the Grand Canyon in Arizona; Highlands, North Carolina; and other destinations.
Marriott is among hotel competitors expanding in the outdoor accommodations space as travelers increasingly seek experiences that connect them with nature. Last year, Hilton entered an exclusive partnership with AutoCamp on boutique “glamping” stays, and Hyatt teamed with upscale outdoor hospitality provider Under Canvas.
Beyond the outdoor accommodations sector, Marriott is expanding its Design Hotels collection brand and last week brought its Series by Marriott collection brand to the U.S.
